Trends Report

Brief: Asia Pacific Firms Measure The Wrong Social Metrics

Marketers Must Align Social Marketing Objectives To Business Outcomes

January 15th, 2015
CT
Clement Teo
With contributors:
Frederic Giron , Nate Elliott , Abhinav Dhruwa

Summary

Marketers are increasingly funding social media programs in Asia Pacific. But most are still beginners at social measurement — focusing on simplistic metrics such as fans, followers, and engagement. Marketers need to measure social's impact on key business objectives instead. This report helps marketing leadership professionals find the right metrics to measure the true impact of their social media efforts, taking into account the customer life cycle and journey, and describes how marketers must map their social marketing efforts to this framework.

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